You might find that monitoring and measuring your social media marketing can be a little trickier than a website or email campaign. However it is becoming increasingly important to measure and analyse social data, and all organisations need to be aware of this. You need to integrate it into your marketing strategy and ensure it works towards company objectives from the start.
If you have corporate social media platforms, you need to be monitoring your marketing impact.
Traditionally, social media was seen as essential for building brand awareness and reputation, but is increasingly being used for building engagement, reinforcing a positive sentiment about the brand and improving customer service and rapport.
Worryingly a majority of organisations don’t have clear objectives for social media, and rarely monitor or analyse it for trends or to measure success. If you are putting the time into posting regularly, you should be analysing how this is impacting your organisation.
- Get your social marketing campaigns aligned with company objectives.
One of the first things to do is to make sure that your social campaigns are promoting and driving company-wide objectives. How do you do this? Below are some handy examples that might help you get started.
Let’s imagine that you have a content marketing company, and one of your key company drivers for 2016 is to drive 20% more people to your website to read your latest posts.
How can social media help, and how can you measure this?
- You can post links to your content on your social media platforms, and analyse how many people click through to the website from your tweets, posts and pins. You can say that each month you want to see an increase in X% of people clicking through to your site via a social platform.
You can then also combine this with Google Analytics and see what percentage of people coming to your site are referred by social channels compared to previous months. If there’s been a growth, monitor it, repeat and keep growing!
If you are a local florist, and your objective for 2016 is to grow your new customer base by 20%, you can use social again to help with this.
- You could tweet a Twitter specific offer for new customers with a link through to the website.
- You can then monitor who clicks through to your site and uses the code to place an order, and from channel they have come from.
- You can see how social has helped to grow your new customer base by looking to see how many people converted to a sale after clicking through from a social channel using GA goals.
One of the biggest issues that marketing directors may have with social is that they see it as time consuming without having a direct impact on sales. Social media is first and foremost a brand building, engagement and communication tool, so measure your return with these metrics.
- Gather your data, and grow your social base, increase engagement and improve sentiment through analysing it.
Social media can provide you with unique insights that your other analytical data may not. It also offers you a direct communication and involvement platform with your customers on a 24 hour basis, which is unlike any other marketing channels.
Social analytics can tell you who is engaging with your brand, what content gets the most click throughs when you are posting and how people are feeling about your brand (their sentiment).
It can also tell you about the popularity of what you are posting. Quality, not quantity is key with social media and you can easily assess this by looking at the reach, engagement and click through rate of your posts.
- Key indicators to monitor on a daily, weekly or monthly basis.
As a social media marketer, I naturally keep many analytics tools open on tabs and refer to them regularly throughout the day to monitor how my social content is doing.
You can decide how frequently you need to monitor your social data but I wouldn’t advise leaving it for more than a month as you might miss out on some important trends and indicators that will drive your future social campaigns.
So, what can you be measuring on a regular basis as key indicators to see how your social sites are performing?
- Followers – see if you have had an increase or decrease and try and analyse why. Have you recently rolled out a new campaign? More followers means more reach and opportunity.
On Facebook you can see on their inbuilt analytics how many page likes you have and compare it to previous periods.
On Twitter using the analytics tools, you can see how many people have followed you and how it compares to previous periods. If you have changed your campaigns or strategy recently, you can compare how well it has done.
- Reach – see how many people you are reaching using your social platforms. You might have only 1000 followers, but you could be reaching up to 50,000 through feed and timeline impressions.
- Engagement – There are many ways in which people can engage with your content. This could be registering for an email newsletter, downloading a guide, retweeting – you could measure CTR or comments or downloads
- Sentiment – many third party applications allow you to monitor the sentiment of your brand or products. You can assess how people are feeling (positive, negative or neutral).
By creating KPI’s that are driven by your company objectives, and analysing your data on a regular basis you can easily measure your social data to see predictions, achievements and optimised future marketing to ensure it is successful with your online audiences.
If you utilise social analytics well you will be able to move forward with targeted and relevant campaigns that are more personalised to the customer and platform user.
Demographic tools will also allow you to personalise your marketing to ensure it is targeting the people who are following your brand.
Overall, as an organisation you need to be aware of the importance of digital analytics. Below are a few tools that can help get you started:
Tools that I find really useful to monitor social media and analyse data:
Twitter Analytics – https://analytics.twitter.com – the inbuilt analytics tool from Twitter that shows you a lot of useful information on a user-friendly dashboard.
Facebook Insights – found on the top right of your Facebook Page.
Tweet Reach – https://tweetreach.com/twitter-analytics/ – Identify insights, trends, and track hashtags
Rival IQ – https://www.rivaliq.com/ – compare and benchmark yourself against competitors
Google Analytics – https://www.google.co.uk/analytics – heaps of data, but can be used to track social referrals and channels
Iconosquare – http://iconosquare.com/ – Identify key metrics and trends for your Instagram accounts